In his new role, O’Mara takes on day-to-day oversight for domestic brand management and marketing outreach across all media channels.

That outreach will be spearheaded by independent Atlanta shop 22Squared, which won Baskin’s estimated $10-15 million account in February following a review. 22Squared succeeded New York’s Cliff Freeman and Partners, which closed its doors last fall.

The Canton, Mass.-based ice-cream shop chain noted that O’Mara’s deep category experience makes him a great match for its needs, and O’Mara said the chance to help chart the future course for “one of America’s most beloved and iconic brands” was a key reason he took the job.

He held various regional and national roles during his tenure with McDonald’s, and also has agency experience from earlier posts at Leo Burnett, N.W. Ayer and Marsteller.